UNIVERSITI TEKNOLOGI MARA

ATTENDEES MOTIVATION ATTENDING

FESTIVAL: THE CASE OF MALAYSIA
INTERNATIONAL SHOE FESTIVAL 2016

FATIN ZULAIKHA BINTI ZULKIFLI (2014886168)

NOR SYAFIKAH BINTI YAHYA (2014885262)
NOR ATHIRAH BINTI KAMARUZAMAN (2014424372)

Bachelor of Science (Hons.) Tourism Management

Faculty of Hotel and Tourism Management

June 2016

AUTHORS DECLARATION

I declared that the work in this thesis/dissertation was carried out in accordance with the
regulations of Universiti Teknologi MARA. It is original and is the result of my own
work, unless otherwise indicated or acknowledged as referenced work. This thesis has not
been submitted to any other academic institution or non-academic institution for any
degree or qualification.
I, hereby, acknowledge that I have been supplied with the Academic Rules and
Regulations for Post Graduate, Universiti Teknologi MARA, regulating the conduct of
my study and research.

Name of Student

Fatin Zulaikha Binti Zulkifli

Programme

Bachelor of Science (Hons.) Tourism Management

Faculty

Hotel and Tourism Management

Thesis Title

Attendees Motivation Attending Festival

Signature of Students :

Date

13 June 2016

AUTHORS DECLARATION

I declared that the work in this thesis/dissertation was carried out in accordance with the
regulations of Universiti Teknologi MARA. It is original and is the result of my own
work, unless otherwise indicated or acknowledged as referenced work. This thesis has not
been submitted to any other academic institution or non-academic institution for any
degree or qualification.
I, hereby, acknowledge that I have been supplied with the Academic Rules and
Regulations for Post Graduate, Universiti Teknologi MARA, regulating the conduct of
my study and research.

Name of Student

Nor Syafikah Binti Yahya

Programme

Bachelor of Science (Hons.) Tourism Management

Faculty

Hotel and Tourism Management

Thesis Title

Attendees Motivation Attending Festival

Signature of Students :

Date

13 June 2016

ii

AUTHORS DECLARATION

I declared that the work in this thesis/dissertation was carried out in accordance with the
regulations of Universiti Teknologi MARA. It is original and is the result of my own
work, unless otherwise indicated or acknowledged as referenced work. This thesis has not
been submitted to any other academic institution or non-academic institution for any
degree or qualification.
I, hereby, acknowledge that I have been supplied with the Academic Rules and
Regulations for Post Graduate, Universiti Teknologi MARA, regulating the conduct of
my study and research.

Name of Student

Nor Athirah Binti Kamaruzaman

Programme

Bachelor of Science (Hons.) Tourism Management

Faculty

Hotel and Tourism Management

Thesis Title

Attendees Motivation Attending Festival

Signature of Students :

Date

13 June 2016

iii

ABSTRACT

Festivals and events found as a concept of special interest context that has contributed
significantly to tourism, travel, leisure and recreation, and lodging industries recently by
becoming tourism demand generating factor. Apart from that, festival is an important
way that able to provide social, economic, environmental goals and beneficial for the
societies and destinations. Festivals and events are one of the attention attractions of
destination that provide tourists with updated information about culture, arts, society and
history. They also are seen as unique tourist attractions and destination image makers
with a variety of other special events. All these kind of festivals are playing major role in
contributing developments of the cities by making them to be well-known cities
worldwide, together that contributes in countrys revenue itself. The aim of this research
is to investigate the underlying dimensions of motivation for attending international
festival with regard to different product offering, in specific, shoe. Plus, the second
objective of the research is that, to understand how festival attendees perceive the shoe
festival with different festival attendee groups. Overall, the study examines how the
motivations are related in the context of attending shoe festival that nurtures the
Malaysias position as a tourist destination that will be focusing on leisure and business
tourism around the world. A self-administered questionnaire was designed for the
purpose of this study. Samples of 96 respondents that visit Malaysia International Shoe
Festival (MISF 2016) were taken and the survey was conducted in Putra World Trade
Centre (PWTC), Kuala Lumpur. The results show that there were significant differences
in motivation among attendees from shoe festival products.

Keywords: shoe festival, motivation, tourism, festivals, events

iv

ACKNOWLEDGEMENT

Firstly, we wish to thanks Allah SWT, for giving us the opportunity to embark on our
Degree and for completing this long and challenging journey successfully. This study
would not have been possible without the support of numerous organizations and
individuals, only some of whom can be listed here. We gratefully acknowledge all the
support given to the fieldwork and report preparation. The success of the Attendees
Motivation Attending Festival study would not have been possible without the vision and
leadership provided by our dearest supervisor Madam Azwin Azny Aksan. Thank you for
the support, patience and ideas in assisting us with this project. Particular thanks must go
to all the lecturers from Faculty of Hotel and Tourism Management, UiTM Melaka
because without their tireless assistance, this project would not have possible.
In addition, gratitude to the Malaysia International Shoe Festival 2016, Kuala Lumpur
who organized the festival as our case study site and all the staff members who provided
useful research information and assistance during the distribution of questionnaires. The
foresight of one individual, Prof. Madya Zin bin Ibrahim, has helped the project in giving
assistance for us to successfully use the statistical program step by step way, thank you.
Not forget to gratitude special thanks to our colleagues and friends for helping us with
this project.
Last but definitely not least, we would like to also express our heartfelt gratitude to all
those who participated in our research and kindly gave up their valuable time to answer
our questions. This project is dedicated to the loving of our dear parents for the vision
and determination to educate us. This piece of victory is dedicated to both of you.
Alhamdulillah.

TABLE OF CONTENT

AUTHORS DECLARATION .................................................................................................. i

AUTHORS DECLARATION ................................................................................................. ii
AUTHORS DECLARATION ................................................................................................ iii
ABSTRACT ................................................................................................................................. iv
ACKNOWLEDGEMENT......................................................................................................... v
LIST OF FIGURES ................................................................................................................... ix
LIST OF SYMBOLS .................................................................................................................. x
LIST OF ABBREVIATION .................................................................................................... xi

CHAPTER ONE .......................................................................................................................... 1

1.1

INTRODUCTION ........................................................................................................... 1

1.2

Problem Statement ............................................................................................................... 3

1.3

Research Objective .............................................................................................................. 6

1.4

Research Question ............................................................................................................... 7

1.5

Significance of the study ...................................................................................................... 7

CHAPTER TWO ........................................................................................................................ 8

2.1

LITERATURE REVIEW ............................................................................................. 8

2.2

Shoe Festival ........................................................................................................................ 9

2.3

Festival Attendees .............................................................................................................. 11

2.3

Festival Motivation ............................................................................................................ 12

CHAPTER THREE .................................................................................................................. 14

3.1

RESEARCH METHODOLOGY .............................................................................. 14

3.2

Study setting....................................................................................................................... 15

3.3

Questionnaire design .......................................................................................................... 15

3.4

Population and Sampling Procedure .................................................................................. 19

vi

3.5

Study Procedure ................................................................................................................. 20

3.6

Data Collection Method ..................................................................................................... 20

3.7

Data Analysis ..................................................................................................................... 21

CHAPTER FOUR ..................................................................................................................... 22

4.1

ANALYSIS AND RESULT ........................................................................................ 22

4.1.1

Demographic Profile of Respondents ........................................................................ 22

4.1.2

Reliability Test ........................................................................................................... 26

4.1.3

Motivational Factors .................................................................................................. 27

4.1.3

Findings...................................................................................................................... 31

CHAPTER FIVE ....................................................................................................................... 34

5.1

CONCLUSION AND RECOMMENDATIONS .................................................... 34

5.2

LIMITATIONS AND FUTURE STUDY ................................................................ 36

REFERENCES .......................................................................................................................... 37
APPENDICES............................................................................................................................ 40

vii

LIST OF TABLE
Tables

Title

Page

Table 1. 1: Tourist Arrivals & Receipts to Malaysia by Year ......................................................... 2

Table 1. 2: A Summary of Selected on Festival and Event Motivation ........................................... 4
Table 3. 1: Factors Analysis of Attendees' Motivational Based on Previous Study ...................... 16
Table 3. 2: Motivation Factors and Items ...................................................................................... 18
Table 3. 3: Attendee's Population of MISF .................................................................................... 19
Table 4. 1: Demographic Factors of Respondents ......................................................................... 23
Table 4. 2: Reliability Test............................................................................................................. 26
Table 4. 3: Analysis of Motivational Factors ................................................................................. 27
Table 4. 4: Reason Attendees to Travel ........................................................................................ 32
Table 4. 5: Respond From The Attendees About The Festival ...................................................... 32
Table 4. 6: Analysis of Motivational Factors ................................................................................. 45

viii

LIST OF FIGURES

Figures

Titles

Page

Figure 4. 1: Demograhic Factors Based on Gender ....................................................................... 23

Figure 4. 2: Demographic Factors Based on Age .......................................................................... 24
Figure 4. 3: Demographic Factors Based on Races ...................................................................... 24
Figure 4. 4: Demographic Factors Based on Nationality ............................................................... 25
Figure 4. 5: Demographic Factors Based on Employment Status ................................................. 25

ix

LIST OF SYMBOLS

Symbols
%

Percentage

Frequency

Refractive index

LIST OF ABBREVIATION

Abbreviations
EPP

Entry Point Project

ETP

Economic Transformation Program

GDP

Gross Domestic Percentage

GNI

Gross National Income

MFMA

Malaysian Footwear Manufacturers Association

MICE

Meeting, Incentive, Convention and Exhibition

MISF

Malaysia International Shoe Festival

MOTAC

Ministry of Tourism and Culture

NKEA

National Key Economic Areas

PWTC

Putra World Trade Centre

SPSS

Statistical Packages for Social Sciences

UiTM

Universiti Teknologi MARA

xi

CHAPTER ONE
INTRODUCTION

1.1

INTRODUCTION
Festivals and special events play a significant role in communities live because

they provide important activities and spending outlets for locals and visitors, and enhance
local communities image (Getz, 1993). These also include such things as concerts, trade
fairs, carnivals and many more. There are many festivals organized all over the world
with different types of concept.
Malaysia is known as a very festive country and numerous festivals are held
throughout the year from religious celebrations to massive music concerts. Every year,
there are major and minor events being planned for public community and tourist. The
Malaysia tourism authorities for both government and private sectors are now
collaborating to emphasize more on festival and special events as an additional product in
order to promote Malaysia worldwide. Thus, festivals and events are considered as
value-added products as well as a significant component in the Malaysias tourism
industry.
Malaysia hosts festivals from all religions and cultures, such as Hari Raya
Aidilfitri and Hari Raya Haji for the Muslim Malay, Thaipusam, Wesak Day and
Deepavali for the Indians, Chinese New Year for the Chinese community and Christmas
for the Christians. Aborigines are not forgotten with the Harvest Festival or the
celebrations of the Gawai Dayak.
Malaysians also practice sports and organize international events. The Formula 1
Malaysian Grand Prix is maybe the most famous but is far from being the only one.
Running races like the Penang Bridge International Marathon, cycling competitions like
1

Le Tour de Langkawi, or fun events like Pasir Gudang World Kite Festival are an
important part of the local sport arena.
The cultural and musical local scene is also an important component of the event
sector. One of the most important musical events is the Rainforest World Music Festival
first held in 2005. As for art, photography, and crafts, exhibitions such as Kuala Lumpur
Photography Festival or the Malaysia International Shoe Festival are hosted in major
cities of the country. The uniqueness that was represented by those events has attracted
many tourists to travel in order to experience these events. As a result, the event sector
has become an important sector that brings tourists from all walks of life both local and
internationally. The following table shows tourists arrivals and tourism receipts in the
last 10 years from 2004 to 2014.

Table 1. 1:
Tourist Arrivals & Receipts to Malaysia by Year

Year

Arrivals

Receipts (RM)

2014

27.44 million

72.0 Billion

2013

25.72 million

65.4 Billion

2012

25.03 million

60.6 Billion

2011

24.71 million

58.3 Billion

2010

24.58 million

56.5 Billion

2009

23.65 million

46.1 Billion

2008

22.05 million

49.6 Billion

2007

20.97 million

53.4 Billion

2006

17.55 million

36.3 Billion

2005

16.43 million

32.0 Billion

2004

15.70 million

29.7 Billion

Note: Adapted from www.tourism.gov.my/statistics

1.2

Problem Statement
The Malaysia government is increasingly planning for new projects in order to

ensure Malaysia will be facing a rapid development regardless of the sectors in the
country. One of the projects that were being initiated is the Economic Transformation
Program (ETP) that has been launched by the Prime Minister of Malaysia, Datuk Seri
Mohd Najib Tun Abd Razak on 25 September 2010. As stated in their website, there are
two pillars under ETP where they comprise 12 National Key Economic Areas (NKEA)
which one of it is the tourism sector and each NKEA will comprise Entry Point Projects
(EPP) which will explore the new growth area.
According to www.etp.pemandu.gov.my, the tourism industry is a significant
contributor to Malaysias GDP, maintaining an average growth rate of 12% per annum
since 2004. NKEA is defined as an important driver of economic activities that
potentially and directly contributes towards the Malaysian Economic Growth measurable
by the National Gross Income (GNI) indicator. It is needed in order to establish Malaysia
as a leading business tourism destination globally.
In order to proceed with the Tourism NKEA, MOTAC will collaborate with other
government agencies and private sectors to enhance the Malaysias position as a tourist
destination that will be focusing on leisure and business tourism. EPP under NKEA were
divided into five themes such as affordable luxury, nature adventure, family fun, events,
entertainment and business tourism. It is important to help meet the countrys targets by
2020.
Festival and events is one of the tourism activities that are purposely made to
attract tourists under EPP regardless of the factors such as demographic, geographic,
social, economic or political factors. The main mission of this program is to bring
Malaysia as an event venue of choice for all types of events on the world map. The
major festival or events that were held annually in Malaysia can be such as Le Tour de
Langkawi, Formula 1 Malaysia Grandprix, Putrajaya International Hot Air Balloon Fiesta
and Malaysia International Shoe Festival.

Table 1. 2:
A Summary of Selected Studies on Festival and Event Motivation

Researchers

Delineated Factors

Event Name and Site

Uysal et al. (1991);

Backman et al. (1995)

Excitement; external; family;

socializing; relaxation

Pleasure Travel Market

Survey (1985), USA

Uysal et al. (1993)

Escape; excitement/thrills; event

novelty; socialization; family
togetherness

Corn Festival, South

Carolina, USA

Mohr et al. (1993)

Socialization; escape; family

togetherness; excitement/uniqueness;
event novelty

Freedom Weekend Aloft,

South Carolina, USA

Scott (1996)

Nature appreciation; event excitement;

sociability; family togetherness;
curiosity; escape

BugFest, Holiday Lights

Festival, and Maple
Sugaring Festival, Ohio,
USA

Formica & Uysal

(1996)

Excitement/thrills; socialization;
entertainment; event novelty; family
togetherness

Umbria Jazz Festival, Italy

Schneider & Backman

(1996)

Family togetherness/socialization;
social leisure; festival attributes; escape;
event excitement

Jerish Festival, Jordan

Crompton & Mckay

(1997)

Exploration; novelty/regression;
gregariousness; recover equilibrium;
known-group socialization; external
interaction/socialization

Cultural Fiesta in San

Antonio, Texas, USA

Formica & Uysal

(1998);
Fromica & Murrmann
(1998)

Socialization/entertainment; event
attraction/excitement; group
togetherness; cultural/historical; family
togetherness; site novelty

Spoleto Festival, Italy

Nicholson & Pearce

(2000, 2001)

External interaction/socialization;
novelty/uniqueness; escape; family

Marlborough Wine, Food

and Music Festival

Socialization; novelty/uniqueness;
entertainment/excitement; escape;
family

Hokitika Wildfoods
Festival

Novelty/uniqueness; socialization;
specifics; escape; family

Warbirds over Wanaka

Specifics/entertainment; escape;
variety; novelty/uniqueness; family;
socialization

New Zealand Gold Guitar

Awards, New Zealand

Lee (2000)

Cultural exploration; escape; novelty;

event attractions; family togetherness;
external group socialization; knowngroup socialization

98 Kyongju World
Cultural Expo, South Korea

Dewar et al. (2001)

Snow

Event novelty; escape; socialization;

family togetherness; excitement/thrills

Harbin Ice and Sculpture

and Festival, P. R. China

Lee et al. (2004)

Cultural exploration; family

togetherness; novelty; escape (recover
equilibrium); event attractions;
socialization

2000 Kyongju World

Cultural Expo, South Korea

Bowen, Daniel &

Margaret (2005)

Entertainment; novelty; socialization;

fulfillment; escape; family togetherness;
novelty; uniqueness

Music Festival: Celebrate

Fairfax!

Dodd, Yuan, Adams &

Kolyesnikova (2006)

Socialization; entertainment;
excitement; event attractions; event
novelty; interest

Wine Festivals in Texas

and Indiana

Scott, Swanson,
Charlene & Yushan
(2007)

Aesthetic, education; escapism;

recreation; self-esteem; social
interaction

U.S. Performing Arts

Center

McMorland &
Mactaggart (2008)

Family togetherness; socialization;

adventure

Traditional Scottish Music

Events

Gelder & Robinson

(2009)

Socializing; new experiences;

adventure; excitement

Music Festivals:
Glastonbury and V Festival

Thompson & Schofield

(2009)

Culture and sport; togetherness;

socialization; self-esteem; recreation

Ulaanbaatar Naadam
Festival in Europe and
North America

Kozak & Kayar (2009)

Entertainment developments; exhibition

facilities; vacationing

East Mediterranean
International Tourism and
Travel Exhibition (EMITT)

Note. Partly adapted from Lee, Lee, and Wicks (2004, p. 63).

There have been a significant number of studies conducted on festival and event
motivation. However, no research has been found on the motivation of festival attendees
in relation to different product offerings specifically shoe festival. Therefore, this study
attempts to investigate the relationship between motivation and factors that contribute to
the tourist attending the shoe festival. This study will focus on the Malaysia International
Shoe Festival (MISF) which started in 2000 organized by Malaysian Footwear
Manufacturers Association (MFMA).

MFMA and the MOTAC are putting together their efforts in making Malaysia the
Shoe City of the Asia. MISF will be the most targeted international platform for the
industry players to showcase, feature and promote their quality footwear to the world.
According to Getz (1993), recognizes festival and events as a new wave of alternative
tourism which contributes to sustainable development and improves the relationship
between host and guest. Festival and events can attract tourists from all over the world.
Thus, it can give new experience to the tourist when they participate in the event or
festival.
According to Maeng (2013), social, psychological and anthropological
characteristics are inherent in festival attendance motivation. It means that the
characteristics of the event will motivate the attendees to come to the event and they will
have the knowledge about the festival. Studies on festival attendance motivation should
consider the various social environments of an individual as well as festival diversity
(Gnoth, 1997; Crompton & Mckay, 1997). Besides that, several researchers joined the
discussion that was related to festival and events and they find the majority of the festival
and events motivation studies have been conducted under the theoretical framework of
tourism motivation research (Li & Petrick, 2006).

1.3

Research Objective
This research will focus on the several objectives that related to tourist motivation

toward attending the festival or event. Motivation for attending festivals or events has
been a primary issue in studies on festival. According to Crompton & Mckay (1997),
studies on festival attendances have been conducted due to the fact that this issue is a key
to designing festival events. Therefore, the following objectives are being addressed for
this current research:
i. To identify the motivations dimension of attendees attending the shoe festival.
ii. To examine the highest preferable motivation among attendees of the shoe
festival.

1.4

Research Question
The questions below provide as a guideline for researchers to achieve the

objective of the research.

i. What are the elements of motivations of attendees that encourage them to attend
the shoe festival?
ii. Which are the most preferable motives of attendees of shoe festival?

1.5

Significance of the study

Individual festivals and host communities face increased competition, not just

from other festivals, but from other entertainment options available to the consumer
(Mbugua & Cornwell, 2009). This study will help the organizer of the event to
understand the attendees motivation when attending the festival. Besides that, attendees
will gain some useful output and experience something new when attending event or
festival.
It is imperative that festival organizers understand tourist motivations for
attending festivals and without this knowledge the facilitation of effective festival
planning is disturbed as the ability to achieve a more productive festival marketing
position and marketing strategy (Mbugua & Cornwell, 2009).

CHAPTER TWO
LITERATURE REVIEW

2.1

LITERATURE REVIEW
In the past, festival and event tourism has been one of the fastest growing sections

of the world leisure industry (Getz, 1991), and has received increasing attention by
academic researchers. Festivals and special events have increased worldwide because
they provide significant economic, socio-cultural, and political impacts on their
destination. According to Falassi (1987), festival is defined as an event, a social
phenomenon, encountered in virtually all human cultures. The festival itself brings so
much underlying meaning which may come from cultures, phenomenon, trend, and many
more. Thus, there must be a vary motives factor that integrates a human behavior in
deciding to go for an event.
According to Crompton & McKay (1997), a decision to visit a festival is a
directed action which is triggered by a desire to meet a need. By meaning of that, the
study believes that the action of attending an event will depend on ones motive. In a
better understanding, motives are the starting points in launching the decision process
(Crompton & McKay, 1997).
Getz (1991) considers festivals and special events as a new wave of alternative
tourism that not only provides both tangible and intangible profitable activities in the
community but also contributes to sustainable development. There is a variety of studies
that have examined different aspects of festivals and events. In addition, the common
targeted topics such as economic impact, marketing strategies of mega events, and
festival management, there is a growing of research focusing on the motivations of
attendees. Motivation is important because it provides the drive for people to accomplish
their goals or maintain their responsibilities especially when attending trade shows,
festival and events.

Nowadays, there are many tourism activities especially through festivals has been
invented and organized by government or even private stakeholders. These efforts are
that to meet tourists expectation and experiencing the new things, refreshing the human
cultures in tourism sector, parallel with optimizing the economics as well. Allen, OToole,
Harris, & McDonnell (2011), assert that events have become a pervasive feature of our
cultural landscape that constitute a vital and growing component of the event industry
and festivals may also generate business activity and income for their host communities,
as they can directly and indirectly increase tourism revenues. It is clearly shows that
festival may come vary in numerous aspects, not just focusing in promoting cultures, but
together with social activities that interacts people to come to certain places depends on
their own personal interest or other motives.
It has been agreed that understanding motivations or the internal factor that
arouses, directs, and integrates a persons behavior (Iso-Ahola, 1980) leads to better
planning and marketing of festivals and events, and better segmentation of participants.
The reasons to conduct festival and event motivation studies were aptly articulated by
Crompton & McKay (1997).They believed that by studying festival and event motivation,
it has become the key to design the offerings for event attendees, as a way to monitor
visitors satisfaction, and a tool for understanding their decision-making processes. The
previous studies attempts to briefly review motivational studies related to festival and
event tourism. It is believed that such an effort will help to identify the existing
theoretical and methodological problems, and clarify future research directions.

2.2

Shoe Festival
There are many types of festivals are held around the world, it is include fashion

festivals that has become popular and trendy now. Cultural Industries are defined as those
industries which produce and encourage tangible or intangible artistic and creative
outputs with potentials for wealth creation and income generation through the
exploitation of cultural assets and production of knowledge-based goods and services in
traditional and contemporary form (Aageson, 2009). Thus, the perception that assuming
cultural industries are only represents the cultural values, instead it is also include
tangible or intangible artistic and creative outputs been made by somebody. The creative
9

goods like footwear, fashion and others are being exhibited in trade fairs that aiming to
educate people who are interested in it, also have reached thousands of visitors
worldwide. Because of the emergence of fashion industry may contribute to increasing
tourism economics, fashion tourism now become universally popular among people.
According to Cabrera (2013), fashion tourism is phenomenon where by people
travel to and stay in places outside their usual environment to enjoy experience and
possibly consume fashion. Recently, there are many activities that held with the purpose
of fashion, clothing and even footwear industry. People are tending to travel to a certain
places just to take part in this kind of festivals. Bada (2013) also asserts that people
travelling to African countries to purchase locally made fabrics, visiting trade shows in
exotic destinations known for a particular design. All these are ways in which fashion
tourism asserts itself.
In the current case, the study is focusing on the shoes festival that has been
organized through trade fairs since decades ago and has invested huge contribution in
tourism economics. This idea is supported by Tom (2012) that shopping festivals are also
called trade fares in some countries. It means that the idea of this kind of festival is also
known as trade fares and as part of socializing with others that own same personal
interest.
As mentioned by Karim (2012), MICE or business tourism (meeting, incentives,
convention, and exhibition), social events and religious festivals like Thaipusam,
Malaysia Shoe Festival and KL Sunday 1Malaysia Family Fair are types of events held
throughout Malaysia. These activities are representing both social and religious events
that have attracted a huge number of visitors every year. Certainly, MISF is one of the
festivals listed.
The shoe festivals are being introduced by many countries in the world especially
in Philippines and Malaysia. Marikina Shoe Festival in Philippines 2013 has breaks
record gained sale of 90,529 pairs of shoes marked a record high in the shoe festivals
history (Dominguez, 2014). Whilst, Malaysia International Shoe Festival (MISF) has
become one of the grand shows international event in the world. According to the official
website of Malaysian Footwear Manufacturers Association (MFMA), MISF has

10

organized footwear festival and trade fairs since year 2000 and participate actively in the
shoe fair worldwide such as GDS Fair in Germany, Micam Fair in Milan, Italy, Simac
Fair in Bologna, Italy, Garda Fair in Milan, Italy, and BIFF Bangkok in Bangkok,
Thailand. In the aspect of tourism sector, the shoe festivals has embarked the large
number of visitors include the local and foreigners every year.
MISF were organized by the MFMA with support from MOTAC. The official
website also asserted that MFMA was established in the year 1978. It was primarily
formed to look after the interests of the footwear and footwear-related manufacturers. Its
membership includes manufacturers of footwear, components, accessories and other
supporting industries. On the other hand, it is also accommodates other members who are
involved in the trading, distribution and sales of footwear through associate membership.
It has 468 members as of year 2009 where most of the members are companies located in
the states of Selangor, Perak and Johor. Thus, conclusion can be made that MFMA has
built an idea of joint ventures through associate membership with few of trading
companies in Malaysia. They are also has given many contribution in optimizing the
footwear industry together with stimulating the tourism industry revenue.
According to Maan (2013), the tourism industry contributes RM1 billion per week
to the countrys revenue, and RM1.16 billion annually from the sale of shoes. The
statistics shows that shoe industry is one of the major contributors in countrys revenue
together with stimulating the tourism sector in Malaysia.

2.3

Festival Attendees
As mentioned before, the festival attendees may come from local or outsider

visitors. This idea is supported by Getz (1997), the entire festival consists of individual
participation, but it is generated by local community needs. However, festival attendees
may have different motives as well, reflecting their own personal interest or others. As
mentioned by Hall (2001) have contested that local communities play vital role with their
culture and identity in development of tourism through festivals.

11

Festival attendees can be grouped into two categories: first time visitors and
repeat visitors (Lau & McKercher, 2004). First-time visitors are those attendees who have
discovered the festival and are experiencing it for the first time, while repeat visitors have
already acquired familiarity and satisfaction with the experience (Lau & McKercher,
2004). It cannot be denied that both visitors are major attendees in the success of festival
itself. Additionally, Kitterlin & Yoo (2014) found that these two groups differ
significantly in regards to socio-demographics, behavioral characteristics, destination
perception, perceived value, and travel motivations.

2.3

Festival Motivation
Understanding motivation of attendees is an essential part in ensuring the success

of festivals. As discussed by Uysal (1993), understanding tourist motivation allow

researchers and marketers to better define the value of tourism behavior and future travel
patterns. By knowing their motivations, an expectation of tourist can be reached together
with their satisfaction. Plus, understanding in the motives of tourists motivation could
prioritize the decision making process as well. Crompton & McKay (1997) strengthen
this idea which found that tourism motivation is conceptualized as a dynamic process of
internal psychological factors (needs and wants) that generate a state of tension or
disequilibrium within individuals. Kitterlin & Yoo (2014) supported this idea by
understanding festival motivation is imperative to design offerings for attendees, identify
attendees decision making process, and ultimately increase satisfaction levels.
Individualistic motivations for festivals emerged because of the mixture of
recreation for the local residents and tourism offerings for tourists which the non-locals,
(Crompton & McKay, 1997). The needs will leads to the action taken by an individual to
satisfy the needs.
Previously, most of researchers found that there are several reasons why people
attend festival which are need for excitement, event novelty, unique experience,
socialization, entertainment, involvement. Meanwhile, the study need to be informed that
differences in motivations were revealed across factors such as age, income, local
residency, repeat visitation (Crompton & McKay, 1997).

12

The Hierarchy of Needs suggested by a psychologist named Abraham Maslow.

Maslow explained that human has stages of needs which consist of physical needs, safety
needs, social needs, self-esteem needs and the need for self-actualization (Walker &
Miller, 2012). One of the needs that mentioned by Maslow is self-actualization. It can
help to expand the needs of satisfying ones dream. A person would eagerly to attend the
festivals or events that met their needs and desire in order to fulfil their self-actualization
needs. Therefore, this level of need motivates him/her to have such a dream.
Apart from that, Getz (1991) linked Maslows widely cited hierarchy of human
needs to tourists generic travel motivations, and benefits an event and festival may
provide. In addition, Getz suggested that visitors needs and travel motivations may be
met by participating in festivals and special events (Duran & Hamarat, 2014). In other
words, attending events and festivals is an effective way to satisfy ones socialpsychological needs. The connection between tourists social-psychological needs and
their event participation motivation has provided a meaningful foundation for studies on
festival and event motivation (Crompton, 2003). Therefore, the motivation of attendees
attending festival will be measured by using few suitable methodologies that will be
discussed further.

13

CHAPTER THREE
RESEARCH METHODOLOGY

3.1

RESEARCH METHODOLOGY

Defining the research problem properly is one of the most important parts of any
research (Kerlinger & Lee, 2000). It is also crucial in defining the quality of the answers
and determining the exact research methods to be used (Shuttelworth, 2008). Thus, a
conceptual framework is required to identify the most appropriate domains to guide the
study. Cromptons (1979) conceptual framework which embraces seven sociopsychological motivational domains appeared to be the most appropriate for representing
this situation. The seven domains which generated and examine in this study are:
i) Novelty: A desire to seek out new and different experiences through pleasure travel
as motivated by a need to experience thrill, adventure and surprise, and alleviate
boredom.
ii) Socialization: A desire to interact with a group and its members.
iii) Prestige/Status: A desire to have high standing in the eyes of surrounding people.
iv) Rest and Relaxation: A desire to refresh oneself mentally and physically from
normal day-to-day stresses.
v) Education Value/Intellectual Enrichment: A desire to gain knowledge and expand
intellectual horizons.
vi) Enhancing Kinship and Relations/Family Togetherness: A desire to enhance
family relationships.
vii) Regression: A desire to engage in behavior reminiscent of an adolescent or child.

14

3.2

Study setting
The primary research of this study was to collect data from attendees based on

their motivations to attend the festival. MISF 2016 was held at Hall 4, Putra World Trade
Centre (PWTC), Kuala Lumpur for three days starting from 29 April until 1 May 2016.
PWTC is a main convention and exhibition centre in Kuala Lumpur, Malaysia.
The construction started in 1981 and was completed in 1984. It provided convenience
facilities and amenities from the parking space until the exhibition halls for the visitors. It
has a generous space of more than 7,000 square metres that can host any large function
comfortably and able to accommodate 10,000 guest. PWTC is accessible through public
transport by the PWTC LRT Station on the Ampang Line or the Putra Komuter station on
the Rawang-Seremban Line and Sentul-Port Klang Line. Thus, the easy access of the
venue is convenient for attendees of MISF 2016 to come and experience the festival.
The questionnaires then were handed randomly towards the attendees of MISF
2016 at the exit of the hall during the day of event. The questionnaires were immediately
collected after the attendees completed the surveys. The data then were analyzed by using
SPSS statistical program and results were interpreted.

3.3

Questionnaire design
The instrument design was constructed based on the nature of the event. Set of

questionnaires were constructed drawing based on previous studies. 11 relevant set of

motivation characteristics were included. These were drawn from the festival literature
such as Crompton & McKay (1997) and Lee, Lee & Wicks (2004) adapted for the
context.

15

Table 3. 1:
Factors Analysis of Attendees' Motivational Based on Previous Study

Factors
F1: CULTURAL
EXPLORATION

Items
a) While at Fiesta, I attend cultural events that I do
not normally have an opportunity to go to
b) My ideal Fiesta involves looking at things I have
not seen before I want to see new things while at
Fiesta
c) I like to visit museums and historical sights
when attending Fiesta
d) I want there to be a sense of discovery involved
as part of my Fiesta experience
e) I want to experience customs and cultures
different from those in my own environment
f) I like to find myself in situations where I can
explore new things
g) I come to Fiesta to increase my knowledge of
local culture at Fiesta
a)
b)
c)
d)
e)
f)
g)
h)

F2: NOVELTY/
REGRESSION

To increase my cultural knowledge

To know about the cultural events
To enjoy arts and crafts
To experience local customs and cultures
To experience foreign cultures
To enjoy new experiences
To enjoy art and folk performances
To enjoy culture in its cultural/historical setting

a) I enjoy activities at Fiesta that offer thrills

b) I do not like to plan my Fiesta in detail because
it takes away some of the unexpectedness
c) When at Fiesta, I like to let my hair down
d) I seek adventure at Fiesta Fiesta brings out the
youth in me
e) I like things to happen at Fiesta that are
unpredictable Fiesta events give me a chance to
act like a kid again
f) I do not care if people think my behavior at
Fiesta is wild
a)
b)
c)
d)
e)

I seek adventure
I seek novelty
It offers excitement
I am curious
I expect benefits that will satisfy my personal
needs

16

Author

Crompton &
Mckay (1997)

Lee. et. al (2004)

Crompton &
Mckay (1997)

Lee. et. al (2004)

F3: ESCAPE/
RECOVER
EQUILIBRIUM

a) I have to go to events like Fiesta from time to

time to avoid getting in a rut
b) I like to attend Fiesta to reduce built-up tension,
anxieties, and frustrations
c) I attend Fiesta to recover from my usually hectic
pace
d) I go to Fiesta to relieve boredom
a)
b)
c)
d)

To escape from routine life

To relieve boredom
For a change of pace from everyday life
To relieve daily stress

F4: KNOWN-GROUP a) I go to Fiesta so I can be with my friends

b) I like to go to Fiesta with a group
SOCIALIZATION
c) I do not go to Fiesta to be with others who enjoy
the same things I do

Crompton &
Mckay (1997)

Lee. et. al (2004)

Crompton &
Mckay (1997)

a) To be with people who are enjoying themselves

b) To be with people who enjoy the same things I
do
Lee. et. al (2004)
c) To see the event with a group together
d) To see the event with my friends
e) To meet people from all over the world
F5: EXTERNAL
INTERACTION/
SOCL4LIZATION

a) I go to Fiesta because it is a chance to be with

people who are enjoying themselves
b) I like to go to Fiesta to be with and observe the
other people who are attending
c) When attending events at Fiesta, I like to meet
new people

F6: FAMILY
TOGETHERNESS

a)
b)
c)
d)

To increase family kinship

To spend time with my family together
I thought the entire family would enjoy it
Lee. et. al (2004)
To help my family learn more about foreign
cultures

F7: EVENT
ATTRACTIONS

a)
b)
c)
d)
e)

To enjoy special events

To see new and different things
To enjoy the festival mood
To enjoy a unique atmosphere
I heard the culture Expo and it sounded like fun

F8:
GREGARIOUSNESS

a) Going to Fiesta with someone is always more

fun than going by yourself
b) I do not like to go to Fiesta alone

17

Crompton &
Mckay (1997)

Lee. et. al (2004)

Crompton &
Mckay (1997)

The 11 relevant items have been filtered and selected to match with the study
objectives. For this reason, respondents were asked to indicate the main motivational
factors that influenced them to attend the festival. Based on the Likert-type scale, the
attendees were asked whether they agree or disagree with the 11 relevant items of
motivational factors.
Table 3. 2:
Motivation Factors and Items

Motivation factors and items

F1:

Novelty/Regression
I had great experience previous year
It offers excitement
It fulfill my self-actualization needs
I want to gratify my interest towards shoes

F2:

Socialization
I want to meet people who shares similar passion

F3:

Prestige/Status
I want to keep me up to date with latest shoe trends
It gives me the opportunity to shop

F4:

Rest and Relaxation

I want to fulfill my leisure time

F5:

Education Value/Intellectual Enrichment

It is a great way to understand or learn about shoes
I want to listen to the talk about shoes

F6:

Enhancing Kinship and Relations/Family Togetherness

I want to spend time with family and friends

18

3.4

Population and Sampling Procedure

According to Sekaran & Bougie (2013), convenience sampling refers to the

collection of information from members of the population who are conveniently available
to provide it. The sample population came from among the local and foreign attendees of
the festival.
Table 3. 3:
Attendee's Population of MISF
Year

Nationality

Total

Malaysian

Foreign

2012

58,000

5,000

63,000

2013

59,766

5,043

64,809

2014

36,715

4,085

40,800

Note: Adapted from www.malaysiafootware.com.

According to Krejcie & Morgan (1970), the sample size of 384 was selected
according to the attendees population in Table 3.3. However, as suggested by Ayob
(2003), the actual size of population and attendance of events for past events in Malaysia
are very difficult to obtain. Thus, this study was done by applying convenience sampling
method due to the limitation to reach the number of sample size.
However, the collecting data processes were hard as the uncertain number of
visitors during the days of festival. In fact, some of the attendees were refused to
participate in the survey. Hence, this sampling is suitable because the data collected were
based on the succeeding in approaching the attendees. Thus, this was the reason on why
the researchers chose this kind of sampling method. The data is perhaps the best way of
getting some basic information quickly and efficiently.
96 of the complete questionnaires were collected but only 90 samples can be used
where the other 6 samples were considered as defected and not fulfill the requirement of
complete answered questionnaire. The respondents were selected on the particular time
and place of the festival held. The researchers were focused on the attendees that have
visited the festival, thus, it is easier in evaluating their motivation and feedback as well.

19

3.5

Study Procedure
In Malaysia, there are many festivals held every year that able to attract large

number of visitors around the globe. As mentioned before, MICE or business tourism,
social events and religious festivals like Thaipusam, Malaysia Shoe Festival and KL
Sunday 1Malaysia Family Fair are types of events held throughout Malaysia. Parallel
with the objectives of the study, the researchers have selected MISF 2016 as the case
study in evaluating the attendees motivation attending festival.
Besides that, the most appropriate method of administering the survey in the study
was by face-to-face communication. This is because, some respondents may not fully
understand with the questionnaires and the actual output or result needed by the
researchers. Plus, an inspection to the current location where the festival held is the
suitable way to approach the attendees efficiently. The survey has been conducted over 2
days (30th April-1st May 2016) on the site that has been planned earlier. The survey was
carried out during daytime between 9am till 4pm on the exit way of the festival.

3.6

Data Collection Method

The study has used quantitative data as the main platform in completing the

research. In fact, there were two types of sources collected which are primary and
secondary data. The primary data was obtained from the survey and administered by the
researchers itself. While, secondary data was from the printed books, professional
journals, media and trusted internet-based.

20

3.7

Data Analysis
The data of the study used SPSS statistical program to analyze and measure the

data obtained. The data collection developing through the questionnaire was consists of
two sections. The first section of questionnaire consists of demographic variables such as
age, gender, race and occupation. While, the motivational factors of festival attendees
were in the second section. The results used mean and standard deviation to analyze the
data.

21

CHAPTER FOUR
RESULTS AND DISCUSSION

4.1

ANALYSIS AND RESULT

4.1.1

Demographic Profile of Respondents

The descriptive analysis of the demographic characteristics of attendees is

summarized in Table 1. The gender distribution was quit uneven. Most of respondents
were male (53.3%). Female respondents totaled 46.7%. The age group of respondents
that are at the least is between 16-20 years (4.4%) while the most age group of
respondents is between 21-25 (43.3%) followed by age 26-30 (20%) and 31 years and
above (32.2%) respectively. Slightly 55.6% of respondents reported are Malay followed
by Chinese (26.7%), Indian (12.2%) and others (5.6%). The percentage of Malaysian
respondents (87.8%) was higher than non-Malaysian with only 12.2%. On the other hand,
more than half of total respondents with 63.3% are employed, followed by 13.3%
unemployed respondents, 3.3% retired respondents and 20.0% of respondents are
students.

22

Table 4. 1:
Demographic Factors of Respondents

Variable

Frequency (f)

Percentage (%)

Gender
Male
Female

48
42

53.3
46.7

Age
16-20
21-25
26-30
31 and above

4
39
18
29

4.4
43.3
20.0
32.2

Race
Malay
Chinese
Indian
Others

50
24
11
5

55.6
26.7
12.2
5.6

Nationality
Malaysian
Non Malaysian

79
11

87.8
12.2

Employment status
Employed
Unemployed
Retired
Student

57
12
3
18

63.3
13.3
3.3
20.0

Based on the finding above, the demographic background has evaluated the
gender, age, race, nationality and the employment status of the respondents.

Figure 4. 1: Demograhic Factors Based on Gender

23

As for the gender, the highest gents that fully answered the questionnaire is male
(n=48), compared to female (n=42), although the frequency is not too far. It is because
most of the respondents are male that are willing to answer the survey and due to survey
is completely answered correctly is male.

Figure 4. 2: Demographic Factors Based on Age

Next, for the age profile, the highest frequency respondents is that from 21-25
years old (n=39) compared to others. The data gathered may because of the influences of
the current trend of youngsters that love to spend their time with festival like this. They
love to travel and trying new things because at the stage of this age, they are mostly
students and employed people who are still having a plenty of time to fulfill their leisure
time during weekend.

Figure 4. 3: Demographic Factors Based on Races

24

As for the races, Malay race is the highest frequency (n=50) followed by Chinese
(n-24), Indian (n=11) and others (n=5). It is because of the study setting that were held in
Malaysia and Malay is the major race compared to the other races.

Figure 4. 4: Demographic Factors Based on Nationality

Besides that, for the nationality of the respondents, there is high difference in
terms of the frequency on both Malaysian and non-Malaysian background. Whereas,
respondents who are Malaysian is (n=79) and non-Malaysian is (n=11). The result may
be due of some respondents from abroad are refused to answer the survey. Commonly,
the study setting were held in Malaysia, thus, Malaysian were easily to be approached to
complete the survey.

Figure 4. 5: Demographic Factors Based on Employment Status

For the employment status, employed people is the highest attributes in the survey
(n=57), followed by student (n=18), unemployed (n=12), and retired (n=3). As mentioned
before, the highest rank of age level of the respondents is 21-25 years old. It clearly
shows that, the age level of 21-25 years old have a strong correlation with the
25

employment status of employed and student where proved that most of the respondents
are from young age of people. On the other hand, the researchers concluded that
employed respondents are motivated to come to the festival due to the fixed income
owned every month. In fact, even though student still does not have any fix income every
month, but they are nominated as the second highest frequency of employment status
after employed. They may come from an elite family or have a side income while be as a
student.
4.1.2

Reliability Test
Reliability can be thought as consistency in measurement. It is very important in

ensuring the questionnaires and factors taken are reliable or not. According to Wells &
Wollack (2003), test reliability refer to the consistency of scores students would receive
on alternate forms of the same test. There are two reasons that importance to be
concerned with a tests reliability. The first is reliability provides a measure of the extent
to which an examinees score reflect random measurement error. Secondly, it is a
precursor to test validity. Validity refers to the extent to which the inferences made from
a test are justified and accurate. Wells & Wollack (2003) also identified the most popular
index that is used to measure the amount of internal consistency for the research is
Cronbachs alpha. The statements also supported by the Test and Evaluations item
analysis.
Table 4. 2:
Reliability test
Section B

Cronbach's Alpha

N of Items

N of Cases

.81

11

90

Novelty
Socialization
Prestige/Status
Rest & Relaxation
Education Value
Family Togetherness

26

Based on the test, a Cronbachs alpha value of .81 was recorded in assessing the
reliability of the survey. The result indicated that all the items chosen are reliable. It is
because, the value is reached .50, since the researchers had used five point Likert scale.
This alpha value is considered acceptable and a good indication of construct validity
(Nunnally, 1978).
4.1.3

Motivational Factors

Table 4. 3:
Analysis of Motivational Factors

Motivation

Mean

sd

F1 : Novelty/Regression
I attend the festival based on great experience previous years
I attend the festival because of excitement
I attend the festival to fulfill the self-actualization needs
I attend the festival because love the shoes

3.23
3.39
3.30
3.58

1.03
0.98
1.04
1.06

F2 : Socialization
I attend the festival to meet people with similar passion

3.11

1.10

F3 : Prestige/Status
I attend the festival to keep update to the latest shoe trends
I attend the festival because it gives opportunity to shop

3.40
3.52

1.00
1.03

F4 : Rest and Relaxation

I attend the festival to fulfill leisure time

3.83

1.24

2.33
3.36

0.88
0.82

3.86

0.69

F5 : Education Value/Intellectual Enrichment

I attend the festival to listen the talk
I attend the festival because it the great way to understand/learn
about shoe
F6 : Enhancing Kinship and Relations/Family Togetherness
I attend the festival to spend the time with family/friend

The eleven items above adopted in the study showed some differences from those
initially conceptualized and developed by Crompton (1997) that was used as a guiding
framework for the study. The research results revealed that enhancing kinship and
relations or family togetherness with item I attend the festival to spend time with
family/friend was addressed as the most frequently chosen, followed by the other factors.
Based on the analysis, the highest mean shows most of the respondents agreed that they
attended the festival because of they want to spend time together with their family and
27

friends. While the lowest mean shows that respondents attended the festival are not to
listen to the talk under education value/intellectual enrichment factor
Firstly, there are four items that falls under novelty or regression which are the
great experience for the previous years, excitement, fulfill self-actualization needs and
shoes lover. The study indicates that, most of the respondents agreed that they attended
MISF 2016 because of they have great experience at the festival previous years (n=44).
According to Getz (1991), the attractiveness of the festivals and special events can
successfully pulled great numbers of visitors and provided physical settings for tourist
experiences. Thus, it motivated them to come again this year as they expecting the same
or greater experience as compared to the previous years.
Other than that, excitement has also been borrowed from studies on tourism
motivation (Crompton, 1979) having the same measurement items. Most of the
respondents agreed that excitement is one of the motivational factors that have attracted
them to attend MISF 2016 (n=38). The festival is not only displaying shoes, but there
were bunch of activities provided during the three days of festival caused them to be very
excited to attend the festival. The activities such as fashion show, talks, exhibition, shoe
making demonstrations and many more were highlighted during the festival.
Besides, the second factor is socialization. 38.89% of the respondents agreed that
they attended MISF 2016 to fulfill their self-actualization needs (n=35). According to
Maslow Hierarchy of Needs, self-actualization needs represent growth of an individual
toward fulfillment of the highest needs. By attending festival, a person may enhance the
psychological well-being of them from the output they have gathered from the festival.
The festival may offers any desirable information that will fulfill the attendees needs and
wants.
It is also similar with the third factor which is prestige/status. There are two items
under the motivation factor which is 41.11% of the respondents agreed that they attended
MISF 2016 because they love shoes (n=37). The result indicates that when a person
discovers their core values and passions towards something, thus, it will make a deeper
connection between him and the things they like. The respondents might willingly travel
all the way just to attend the festival that offers something they are passionate about.

28

Whereas, 36.67% of the respondents agreed that they attended MISF 2016 to meet people
with similar passion (n=33). There are high possibilities for a person to meet and be
connected with new people during the festivals. They will become the support systems
and motivators who can share their opinions and suggestions towards something that both
are interested in such as shoes.
Moreover, 45.6% of the respondents agreed that to keep them update with latest
shoe trend is one of the motivations attending the festival (n=41). As day by day, the
trends of shoes are changing according to the demands and outstanding creativity of the
designers as well as the technology advancement in the shoe making industry. According
to the official website of MFMA, they have organized footwear festivals and trade fairs
since year 2000. Thus, the trend for footwear industry in Malaysia definitely has been
changing within these past decades and become motivation for the shoes lover to attend
the festival every year.
Furthermore, 43.3% of the respondents agreed that they attended MISF 2016
because it gives opportunity for them to shop (n=39). Shopping is reported to be number
one activity while travelling (Goeldner, Ritchie & McIntosh, 2000). There are many
traders selling different types of shoes regardless for women, men or kids during the
festival. It motivated them to attend the festival as it provided opportunity for them to
shop their favorite both local and international brand of shoes. In fact, the festival was
held at the last 3 days of month of April. The employed attendees are believed to be
received their monthly salary during those days. Thus, it strengthens the result where
attendees might spend their disposable income to shop at the festival.
Next, the fourth factor is education value/intellectual enrichment. There are two
items under this factor. However, 35.6% of the respondents were strongly disagree that
they attended MISF 2016 to listen to the talk (n=32). The result shows that most of the
attendees do not interested to listen to the talk during the festival. The reason might be
because of the unattractive ways of how the speaker deliver the speech during the festival,
thus, it cannot catch the attention of the attendees that are seems to be easily distracted by
other things such as the higher voice of the traders calling them to visit their booth.

29

On the other hand, 44.44% of the respondents were having mixed feeling whether
to agree or disagree with the factor that attending the festival became a great way to
understand or learn about shoes (n=40). Iso-Ahola (1980) suggests that internal
influences affect consumer decision making about the festival. These influences include
perception of learning, and memory, motives and consumer traits (Bowdin, Allen,
Harris, McDonnell, & O'Toole (2012). The result indicates almost similar finding with
previous item where most of the respondents were strongly disagree that they attend
MISF 2016 to listen to the talk even though learning was mentioned as a festival
attendance motivation by Chang (2006). Thus, educational value might not be the
primary motivational factor for this festival attendance as the respondents are likely to be
less interested in educational purposes.
Moreover, enhancing kinship and relation/family togetherness is the fifth factor
of motivation. 53.3% of the respondents with (n=48) agreed that the main reason they
attended MISF 2016 is to spend time with family and friends. Family travel is predicted
to grow at a faster rate than all other forms of leisure travel, partly because it represents a
way to reunite the family and for family members to spend time with each other, away
from the demands of work (Schanzel & Ian, 2015). As the festival was held during the
weekend, it is the perfect time for them to gather around and have some quality time at
the festival.
Lastly, the sixth factor of attendees motivation is rest and relaxation. 65.6% or
more than half of the total respondents agreed that they attended MISF to fulfill their
leisure time. Leisure is perceived as a state of mind whereby individuals feel that they are
at leisure in any particular set of circumstances (Foley, McPherson & Frew, 1999).
Some of the attendees might want to be away from their daily routine life, thus, they
choose to spend their free time by attending the festival. This can help to reduce their
boredom and relieve stress level by wandering around at the festival.

30

4.1.3

Findings
Based on the demographic information analysis, it is shown that more than half of

the total populations of the attendees are male with 53.3% compared to the female
attendees with 46.7%. This could probably because of the latest trend nowadays where
not only women but men are also concern about their looks and outfits including the
shoes they wear. There are few booths that are selling all men shoes and experts in
designing men shoes. Hence, it attracted male attendees to come and visit the booths
contributing to the high number of male respondents compared to female respondents for
the survey.
Other than that, the finding shows that the least number of respondents that were
coming to MISF 2016 are from age group 16-20 years old with only 4.4% whereas, age
group 21-25 years old has become the largest number of respondents with 43.3%. This
age group usually consists of people that are still studying or employed and they are free
during the weekend. From the factors analysis of motivation, it shows that the attendees
of MISF 2016 attending the festival to spend time with family and friends as well as to
fulfill their leisure time at the most. Thus, it can be relate with the highest number of age
group 21-25 that come to the festival might be because of the same purposes.
Moreover, the percentage of Malaysian has dominated the total number of
respondents with 87.8% compared to non-Malaysian respondents with only 12.2%. The
setting of the festival that was held in Malaysia has become the factors of high number of
Malaysian respondents. However, there are still a few numbers of non-Malaysian
respondents. This could probably consist of foreign tourists that are currently having their
holiday in Kuala Lumpur or they might be shoe lovers that has attended MISF previous
years and willingly to travel all the way from their country just to experience the
uniqueness of the festival this year.
Other than that, the finding shows that 63.3% of the respondents are employed as
compared to the rest of respondents. This could probably because of the free time for
them during the weekend have leaded them to come to MISF with family and friends.
Besides, the earnings they received as employees after deducting for some monthly
expenses; they still left with extra disposable income that enough for them to shop their
31

favorite shoes at MISF 2016. Thus, these are the potential attendees of this festival and it
reflected with the study objective.
As mentioned early in the paragraph about most of the respondents are employed
and it factors are interrelated with the reason why respondent travel to the events or
festival. Based on the analysis, it shows that the highest percentage reason attendees
travel to that festival are because they want to entertain themselves after having hectic
weeks with their jobs whereby 39 attendees (43.3%) had chosen to tick at the entertain
yourself statement. It followed by the 30 attendees (33.3%) choose to travel at MSIF
2016 because they want to have some relaxation.
Table 4. 4:
Reason Attendees to Travel (n=90)
Attendees to travel

Relaxation
Entertain yourself
Business purpose
Education
Fashion
Others

30
39
5
1
10
5

33.3
43.3
5.6
1.1
11.1
5.6

Table 4. 5:
Respond From the Attendees about the Festival
Strongly
Disagree
disagree
f %
f %
Recommend to
0 0
12 13.3
other

Neutral

Agree

F %

f %

4 4.4

64 71.1

Strongly
agree
f %
10 11.1

Attend the
0 0
12 13.3
5 5.6
66 73.3
7 7.8
festival in
future
Met my
1 1.11
14 15.6
9 10.0
65 72.2
1 1.1
expectation
Note: F = Frequency, % = Percentage; Based on a 5-point Likert scale where 1 = Strongly
disagree and 5 = Strongly agree

32

Furthermore, based on the research that had be done, the researchers found most
attendees were agree to recommend about the festival to their family or friends which is
64 attendees (71.1%) agree, while 66 attendees (73.3%) agree that they will attend the
festival in future. 65 attendees (72.2%) agree that the festival had met their expectation
about the events. According to the analysis in table 4.5, the researchers can conclude that
attendees came to the festival were satisfied with the event and it can improve the
attendees motivation to come to the festival or events in future.

33

CHAPTER FIVE
CONCLUSION AND RECOMMENDATION

5.1

CONCLUSION AND RECOMMENDATIONS

The purposes of this study were to identify the motivations dimension of

attendees attending the shoe festival, and its relationship. The finding shows that 11
relevant items of motivational characteristics resulted in six factors: novelty/regression,
socialization, prestige/status, rest and relaxation, educational value/intellectual
enrichment and enhancing kinship and relations/family togetherness has reflected with
the study objectives. There is a relationship existed between the attendees and motivation
for them to attend the festival. The survey achieved 96% respondents across 3 days. The
total number of valid surveys is recorded at 90 where the remaining 6 were categorized as
defected. It can be concluded that the survey activity went well, despite having only 96
respondents to answer the survey out of the actual targeted respondents.
It is encouraged for the country to hosting an international event as it will give
potential impact to the visitors and traders. Both of them can exchange ideas during the
festivals and together to improve the event for future purposes. As the events industry is
going through a period of unprecedented change, both internal and external forces and
trends should be closely examined, as they would affect the attendees overall experience
and satisfaction before, during and after the festival (Tangit, Kibat & Adanan, 2016).
This is to help the organizer to have a better understanding towards the Malaysias
festival industry as well as tourism industry.
The finding shows that most of the respondents agreed that they are going to
MISF 2016 to spend time with their family and friends as well as to fulfill their leisure
time. The festival was organized during weekend. It is suited especially for employed
attendees or students as they are free during those days to spend time together with
family and friends at MISF 2016. From here, the finding indicates that the potential

34

attendees as being mentioned in the objective have been answered. Employed and family
oriented person are the potential attendees of this festival.
In fact, the venue of the festival located at a very accessible area where it can be
reached by everyone easily as well as it provides adequate parking space and other
facilities. Thus, it is convenient for family with kids or retired senior citizen to spend
their weekend at MISF 2016.
As Schofield & Thompson (2007) pointed out that, festivals must be planned and
managed effectively to maximize the benefits for a tourist destination in terms of image
enhancement; an understanding of visitor motivation, satisfaction, behavioral intention
and the variables that influence them are critical success factors in this process. However,
from the survey form, few respondents wrote that the current MISF for this year did not
meet their expectations compared to the previous years. There are less number of traders
or exhibitors and the activities are likely to be less exciting for them. Thus, organizer
should take these comments into their consideration by starting to plan new innovative
ideas and unique theme to attract more attendees in the future.
According to Crompton & McKay (1997), studies on festival attendance
motivation can help festival planners design festival offerings, monitor festival
satisfaction and understand the decision making process of festival attendants. As this
festival is at international level, the organizer might change the location to a new outdoor
place with beautiful scenery of Malaysia that can accommodate more attendees instead of
organizing the festival in the hall.
Both local and foreign traders and exhibitors as well as the attendees can
appreciate the natural environment of the country during the shoes exhibitions. The
activities offered must be unique and also parallel with the latest trend of attendees.
Instead of displaying the ready-made shoes, demonstrations of shoe making by wellknown designer should be done during the festival for public viewing. It gives
opportunity for them to learn how shoes are made and let them meet their favorite
designer.

35

On the survey point of view, it is recommended to designate an area for the

purpose of the survey activity. The organizer can allocate a small space with some
goodies to give away. It may attract attendees to answer the survey at their convenience
to ensure survey objectives are met.

5.2

LIMITATIONS AND FUTURE STUDY

The finding of this study is limited to the MISF 2016. Another limitation of the

study has been that only interested respondents were willingly participate to complete the
survey in the study. Future research can corroborate the findings on other MISF in the
future or other festivals. Studies may compare the number of visitors in the future MISF
with current number of visitors. From the surveys, it shows that there were few comments
from the respondents saying that MISF 2016 did not reach their expectations and they
will not attend it again in the future. The result of this study would be practical to be
closely examined the pull and push motivation factors in future. In fact, future
researchers can study on the patterns of MISF attendees satisfaction or behavior instead
of motivation for upcoming years.

36

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39

APPENDICES

40

APPENDIX A

EVENT SURVEY QUESTIONNAIRE

Dear respondent,
We are students of Tourism Management Program of a local university. This survey is a
fulfillment of to our Degree in Tourism Management. This survey will take about 5-10 minutes of
your time. Your kind cooperation is highly appreciated. Your answer for this survey would be
used for academic purpose only and will be treated anonymously. Thank you.
Kepada responden,
Kami adalah pelajar Program Pengurusan Pelancongan di salah sebuah universiti tempatan. Kaji selidik
ini adalah bagi memenuhi kehendak kursus kami. Kaji selidik ini akan mengambil masa selama 5-10 minit.
Kerjasama anda amatlah kami hargai. Jawapan yang diberikan untuk kaji selidik hanya akan digunakan
bagi tujuan akademik sahaja dan akan dirahsiakan. Terima kasih.

SECTION A: Demographic Information / Seksyen A: Maklumat Demografi

Directions: Please read each statement carefully and tick your answer.
Arahan: Sila baca soalan dengan teliti dan tandakan jawapan anda.

1. Gender / Jantina

4. Nationality / Warganegara

Lelaki
Perempuan

Malaysia
-Malaysian / Bukan Malaysia
5. Employment Status / Status Pekerjaan

2. Age / Umur

/ Bekerja
/ Tidak bekerja
/ Bersara
tudent / Pelajar

-20 years / 16-20 tahun

-25 years / 21-25 tahun
-30 years / 26-30 tahun
31 tahun ke atas
3. Race / Kaum
Melayu
Cina
India
Lain-lain: ______________

41

6. Who did you travel here with? /

Anda ke sini bersama siapa?
/ Keluarga
/ Rakan
/ Pasangan
/ Sendiri
/ Berkumpulan
/ Lain-lain: _______________
7. Reason to travel here? / Sebab
datang ke sini?
/ Berehat
/ Hiburan
/ Perniagaan
/ Pembelajaran
/ Fesyen
Lain-lain :_______________
8. How did you hear/learn about this
festival? / Bagaimana anda mengetahui
tentang festival ini?
/ Brochure
/ Media sosial
/ Pemberitahu
/ Emel
/ Laman sesawang
Lain-lain: ______________

42

Section B: Motivation Attending Festival

Seksyen B: Motivasi Kedatangan ke Festival
Directions: Please rate your agreement ( ) to the following statements using the
scale provided below.
Arahan: Sila nyatakan tahap persetujuan anda ( ) terhadapan kenyataan dibawah
menggunakan skala yang disediakan.
1

Strongly Disagree

Disagree

Neutral

Agree

Strongly Agree

(Sangat tidak setuju)

(Tidak setuju)

(Neutral)

(Setuju)

(Sangat setuju)

Statements/Agreement Scale

I attended the festival based on my great experience

previous years
(Saya hadir ke festival berdasarkan pengalaman yang hebat
tahun lepas)

I attended the festival because of excitement

(Saya hadir ke festival kerana keterujaan)

I attended the festival to fulfill my self-actualization needs

(Saya hadir ke festival untuk memenuhi kehendak diri sendiri)

I attended the festival because I love shoes

(Saya hadir ke festival kerana saya meminati kasut)

I attended the festival to meet people with similar passion

(Saya hadir ke festival untuk berjumpa dengan orang yang
mempunyai minat yang sama)

I attended the festival to keep me update on the latest shoe

trends
(Saya hadir ke festival untuk mengikuti trend kasut terkini)

I attended the festival because it gives me the opportunity

to shop
(Saya hadir ke festival kerana ia memberi peluang untuk membeli
belah)

I attended the festival to listen to the talk about shoes

(Saya hadir ke festival untuk mendengar ceramah tentang kasut)

I attended the festival because it is a great way to

understand/learn about shoes
(Saya hadir ke festival kerana ia merupakan cara terbaik untuk
memahami/mempelajari tentang kasut)

43

I attended the festival to spend time with family and friends

(Saya hadir ke festival untuk meluangkan masa bersama keluarga
dan rakan-rakan)

I attended the festival to fulfill my leisure time

(Saya hadir ke festival untuk mengisi masa lapang)

I would recommend this festival to others

(Saya akan mencadangkan festival ini kepada orang lain)

I would attend this festival again in the future

(Saya akan menghadiri festival ini dimasa hadapan)

Overall, the festival met my expectation

(Secara keseluruhannya, festival ini memenuhi jangkaan saya)

44

APPENDIX B
Table 4. 6:
Analysis of Motivational Factors
Motivations
Strongly
disagree

Disagree

Neutral

Agree

Strongly
agree

Great experience
previous years
Excitement

1.1

31

34.4

10.0

44

48.9

5.6

5.6

10.0

30

33.3

38

42.2

8.9

Fulfill the selfactualization

needs
Love the shoes

7.8

10

11.1

30

33.3

35

38.9

8.9

6.7

5.6

26

28.9

37

41.1

16

17.8

Meet people with

similar passion
Keep update to the
latest shoe trend
Give opportunity
to shop
Listen to the talk

8.9

19

21.1

24

26.7

33

36.7

6.7

5.6

11

12.2

25

27.8

41

45.6

8.9

5.6

8.9

25

27.8

39

43.3

13

14.4

32

35.6

18

20.0

22

24.4

14

15.6

4.4

Great way to
understand/learn
about shoe
Spend time with
family/friend

4.4

6.7

40

44.4

34

37.8

6.7

2.2

1.1

22

24.4

48

53.3

17

18.9

Fulfill leisure time

1.1

2.2

18

20.0

59

65.6

10

11.1

Note: F = Frequency, % = Percentage; Based on a 5-point Likert scale where 1 = Strongly

disagree and 5 = Strongly agree

45